1. Follow upFollowing up is not chasing or harassment, it’s courtesy and can improve upsell potential. A post-conversation chat should be filled with a knowledge of the customer (based on their history with the company) and questions that can help garner a greater understanding of exactly what they are looking for from the company in their own words.
2. Speed up decision making
Automated workflows can speed up how a caller lands on the right agent, based on their context. If a specific answer is required, understanding a prospect’s movement on a brand website can give the agent a head start to find a solution before they even answer the call.
3. Remove frictionTake away the multiple delays associated with interactive voice response systems; no one likes friction in customer experience, especially when the purchase is of high value. Remove pain points for callers by sending them through a quicker route to the conversation they really need to have.
4. Know the trendsAnalyse, analyse, analyse. Conversations with consumers these days come with a ton of context behind them as the research phase almost always starts with a browsing history. Tracking every key measure from these touchpoints can be a useful way to understand the bigger consumer picture and make conversations less about interrogation and more about connection.
5. Understand their dataKnowing every granular detail of where/how/why a consumer has arrived at your doorstep is vital. In some cases, a PPC (pay-per-click) caller is more of a priority than someone who didn’t visit a higher value page or is just casually browsing.
6. Bring them backB2C industries like automotive and travel know that a missed call is a missed opportunity, especially when considering their high-profit margins. If a consumer’s call isn’t acknowledged it can be detrimental to both company reputation and the bottom line. For mobile workforces, a simple solution is using just that, their mobile. Missed call notifications in email or SMS form have a knack for dropping call abandonment rates by nearly 80% while ensuring sales teams value callers and proactively pursue them. Sending a call back request SMS to a missed consumer is always favourable on their end if a call isn’t picked up, data from Software Advice shows that 63 per cent of consumers surveyed preferred call back.
7. Be a human!This brings us to the last and final point of any consumer-facing conversation: be a human being! Personalisation is the bread and butter of customer experience; we may think we want to speak to robots, but the need for the right amount of empathy is currently outweighing the convenience of chatbots.
A happy medium is the best bet in this scenario. Use technology to make the process of getting to the human help easier – now, that’s impactful!In today’s increasingly saturated e-commerce marketplace, businesses need to harness the power of new technologies to not only survive but also to gain a competitive edge. By using software and systems that provide data insights, and using those observations to implement new processes and practices, companies can improve their customer service – which will, in turn, lead to increased profits. Anne de Kerckhove is CEO of Freespee.
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